Meta intensifies competition with TikTok thanks to its new marketing tools

Meta is intensifying its efforts to compete with TikTok in the fields of artificial intelligence and e-commerce, presenting new tools and features at the Shoptalk event recently held in Las Vegas. Among the new offerings is the implementation of affiliate advertising tools, similar to those offered by TikTok Shop, which will allow brands to measure the return on investment generated by sales driven by creators.

Fighting against TikTok Shop

Although some industry experts highlight the importance of these tools, there are brands that show resistance to adopting them, considering them less critical compared to traditional advertising methods like paid advertising. Kevin Simonson, CEO of the marketing firm adMixt, pointed out that despite the growth of affiliate marketing, many brands still do not prioritize them in their strategies.

One of the most relevant features presented is the possibility for Instagram Reels to be shoppable. Creators can now tag products and affiliate links, which potentially increases their visibility and income opportunities. Additionally, Meta is testing affiliate experiences on Instagram with partners like Amazon and the e-commerce platform Shopee, aiming to enhance interaction between creators and brands.

Another great announcement was the integration of a new checkout system in its AI sales agent, in collaboration with companies like PayPal and Stripe, to simplify the purchasing process. This approach reflects an effort to reduce friction in the buying process and increase conversion rates.

However, despite the enthusiasm and innovations, some brands are still in the early stages of their catalog strategy and may take time to adopt these new features. As Meta moves forward in its efforts to capture a larger share of the e-commerce market, it remains to be seen how brands will respond to these new opportunities.